Chapter 19 – Advertising, Public Relations, and Sales Promotions Marketing 6th
Chapter 19
Advertising, Public Relations, and Sales Promotions
Tools for Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
Connect Activities
Brief Chapter Outline
Step 1: Identify Target Audience
Step 2: Set Advertising Objectives
Step 3: Determine the Advertising Budget
Step 4: Convey the Message
Step 5: Evaluate and Select Media
Step 6: Create Advertisements
Step 7: Assess Impact Using Marketing Metrics
Regulatory and Ethical Issues in Advertising
Public Relations
Sales Promotion
Chapter Case Study: Making MasterCard Priceless
Learning Objectives
LO19-1 Describe the steps in designing and executing an advertising campaign.
LO19-2 Identify three objectives of advertising.
LO19-3 Describe the different ways that advertisers appeal to consumers.
LO19-4 Identify the various types of media.
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Chapter 19 – Advertising, Public Relations, and Sales Promotions Marketing 6th
Firms can use mass media channels like newspapers or television to reach large numbers of anonymous
audience members. Niche media, such as cable television and specialty magazines, are generally used
LO19-5 Identify agencies that regulate advertising.
Advertising is regulated by a plethora of federal and state agencies. The most important federal agencies
are the FTC, which protects consumers against general deceptive advertising; the FCC, which has
LO19-6 Describe the elements of a public relations toolkit.
A variety of elements composes a firm’s public relations toolkit. They include publications, video and audio
LO19-7 Identify the various types of sales promotions.
Sales promotions are special incentives or excitement-building programs that encourage purchase and
Extended Chapter Outline with Teaching Tips
I. Step 1. Identify Target Audience
II. Step 2. Set Advertising Objectives
A. Informative Advertising
B. Persuasive Advertising
C. Reminder Advertising
D. Focus of Advertisements
III. Step 3. Determine the Advertising Budget
IV. Step 4. Convey the Message
A. The Message
B. The Appeal
1. Informational Appeals
2. Emotional Appeals
V. Step 5. Evaluate and Select Media
A. Mass and Niche Media
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Chapter 19 – Advertising, Public Relations, and Sales Promotions Marketing 6th
B. Choosing the Right Medium
C. Determining the Advertising Schedule
VI. Step 6. Create Advertisements
VII. Step 7. Assess Impact Using Marketing Metrics
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the steps involved in planning an ad campaign?
2. What is the difference between informational, persuasive, and reminder advertising?
3. What are the pros and cons of the different media types?
Answer: The advantages of television are that it has wide reach and incorporates sound and
video; however, it has high costs, several channel and program options, and may increase
awareness of competitors’ brands. The advantages of radio are that it is relatively inexpensive,
4. How can the effectiveness of advertising be evaluated?
VIII. Regulatory and Ethical Issues in Advertising
IX. Public Relations
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Chapter 19 – Advertising, Public Relations, and Sales Promotions Marketing 6th
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. Why do companies utilize public relations as part of their IMC strategy?
2. What are the elements of a public relations toolkit?
X. Sales Promotion
A Types of Sales Promotion
1 Coupons
2 Deals
3 Premiums
4 Contests
5 Sweepstakes
6 Samples
7 Loyalty Programs
8 Point-of-Purchase Displays
9 Rebates
10 Product Placement
B Using Sales Promotion Tools
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are various forms of sales promotions?
2. What factors should a firm consider when evaluating a sales promotion?
Answer: To evaluate a trade promotion, the retailer considers:
The realized margin from the promotion.
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